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Feeling or Thinking? The Emotional Impact of Alcohol Advertisements With Versus Without Prosocial Verbal Appeal on Young Adults.

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Abstract:

We tested the effectiveness of two versions of anti-drinking ads, one with and one without prosocial verbal appeals on the same version of visual image. A path model was developed for each ad. Both versions of ad elicited both positive and negative emotions, where positive emotions increased negative emotions. Both emotions produced higher attitude toward the ad. Further, positive emotions from both ads increased attitude change toward drinking. Most importantly, negative emotions elicited from the ad with verbal appeal significantly decreased participantsí drinking intention. Important implications about the role played by emotions in anti-drinking advertisements are discussed.

Most Common Document Word Stems:

emot (145), ad (131), drink (126), advertis (73), alcohol (68), verbal (61), involv (54), attitud (50), appeal (46), messag (42), anti (42), impact (38), posit (33), intent (33), process (33), negat (32), effect (31), anti-alcohol (30), chang (28), affect (27), head (27),

Author's Keywords:

Effects of anti-drinking advertisements, emotions, cognition, drinking involvement, ad involvement, prosocial verbal appeals, non-drinking intention, binge drinking.
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Association:
Name: International Communication Association
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http://www.icahdq.org


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URL: http://www.allacademic.com/meta/p13708_index.html
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MLA Citation:

Sun, Xiaolan. and Kalnova, Svetlana. "Feeling or Thinking? The Emotional Impact of Alcohol Advertisements With Versus Without Prosocial Verbal Appeal on Young Adults." Paper presented at the annual meeting of the International Communication Association, Sheraton New York, New York City, NY, <Not Available>. 2009-05-25 <http://www.allacademic.com/meta/p13708_index.html>

APA Citation:

Sun, X. H. and Kalnova, S. "Feeling or Thinking? The Emotional Impact of Alcohol Advertisements With Versus Without Prosocial Verbal Appeal on Young Adults." Paper presented at the annual meeting of the International Communication Association, Sheraton New York, New York City, NY Online <PDF>. 2009-05-25 from http://www.allacademic.com/meta/p13708_index.html

Publication Type: Conference Paper/Unpublished Manuscript
Abstract: We tested the effectiveness of two versions of anti-drinking ads, one with and one without prosocial verbal appeals on the same version of visual image. A path model was developed for each ad. Both versions of ad elicited both positive and negative emotions, where positive emotions increased negative emotions. Both emotions produced higher attitude toward the ad. Further, positive emotions from both ads increased attitude change toward drinking. Most importantly, negative emotions elicited from the ad with verbal appeal significantly decreased participantsí drinking intention. Important implications about the role played by emotions in anti-drinking advertisements are discussed.

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Document Type: PDF
Page count: 27
Word count: 6525
Text sample:
Running Head: Emotional Impact of Anti-Alcohol Advertisements 1 Feeling or thinking? The Emotional Impact of Alcohol Advertisements With Versus Without Prosocial Verbal Appeal on Young Adults. Running Head: Emotional Impact of Anti-Alcohol Advertisements 2 Abstract We tested the effectiveness of two versions of anti-drinking ads one with and one without prosocial verbal appeals on the same version of visual image. A path model was developed for each ad. Both versions of ad elicited both positive and negative emotions where
-.10 t Ad .42 .57 -.04 .16 Intention Reason - for .08 Negative Drinking Emotion s .43


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